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Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

Cisco’s Master Plan for Seizing the SMB Market Opportunity

According to data from Techaisle, it is projected that the global IT expenditure of small and medium-sized businesses (SMBs) will escalate to a staggering US$1.35 trillion by 2024. Furthermore, this spending is anticipated to experience a compound annual growth rate (CAGR) of 5.7%, extending through 2028. Cisco is making a significant push into the SMB market, a segment where it has enjoyed steady growth. In fiscal year 2023, which concluded in July, the SMB segment was Cisco’s top-performing customer category for a third consecutive year. Cisco sees this segment as a $25 billion addressable market opportunity, captured with mid to high-tier SMBs transitioning to cloud and SaaS solutions. Notably, about 20% of Cisco’s SMB business comes from new customers every year, underscoring this segment's critical role in expanding Cisco’s reach and reflecting on the growing demand for technology amongst SMBs.

Cisco’s go-to-market in the SMB segment is partner-led, catalyzed with continuous partner-focused programs, initiatives, and marketing investments to foster robust relationships. According to the latest research by Techaisle, a significant majority of SMBs, 87%, depend on their partners for technology solutions. Furthermore, these SMBs channel nearly 89% of their IT expenditure through these partners. Cisco is, therefore, continuously enhancing its engagement with partners, revamping its marketing strategies, and adapting to the changing needs of its customers. A vital part of this strategy is the focus on the new “Scale” go-to-market initiative, aligned to engaging SMB customers and Partners in this space, as unveiled at the company’s sales kickoff meeting in August. This model offers partners and customers enhanced sales and marketing support, ensuring that SMBs receive expert advice in crucial care-about areas such as cybersecurity or hybrid work.

The concept of “digital transformation” has become a staple in corporate discussions over the years. While some may write it off as a fad, many, particularly SMBs, understand its importance. For these businesses, digital transformation involves adopting digital technologies to streamline operations, improve customer relationships, and position themselves as agile and innovative entities in their respective fields. Techaisle data reveals that 71% of SMBs are investing in digital transformation, and 37% have a holistic digital strategy. SMBs, once perceived as technologically behind, are actively embracing cloud solutions to meet their IT requirements. These technologies have become crucial to their digital transformation journey, enabling them to automate various operational aspects and gain a competitive advantage through essential business process automation tools, orchestration, and integration or advanced offerings like custom AI and analytics applications hosted on cloud platforms.

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Eight Key SMB and Midmarket Trends

97% of SMBs and midmarket firms consider technology important and integral to business success. As we enter 2023, IT product and service suppliers are looking to create a context for understanding the range of outcomes that the new year may bring. Techaisle has launched its "2023 in Focus" research series to support that effort, which illuminates issues and requirements in the vast SMB, core-midmarket, and upper-midmarket segments. After surveying thousands of SMBs and midmarket firms and having hundreds of depth calls, we see key trends that revolve around:

  • Enabling a connected business and business process automation
  • Converging on long-term growth, profitability, and innovation
  • Prioritizing cloud cost management and security
  • Hybrid work but challenges are overwhelming
  • Sharpening focus on IT spend for time to value, agility
  • As-a-service technology acquisition gaining momentum

techaisle 8 key smb trends

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Top 10 Channel Predictions for 2022

techaisle channel partner 2022

The predictions rely on an extensive research initiative conducted throughout 2021 – the year in which the impact of the pandemic on economic activity and IT consumption was becoming more apparent. Leveraging a panel of over 250K partners, Techaisle surveys more than 5000 partners and has qualitative conversations with hundreds of partners. Techaisle's 2022 in Focus research series illuminates issues and requirements in the vast and complex partner ecosystem.

1. Cloud economics and cost optimization consulting will challenge channel
Cloud cost optimization and economics will be the top cloud consulting service demanded by customers, challenging partners (and their vendors) to provide transparency into cloud costs and ensure that customers receive the best available Ts& Cs. To deliver value to the customer, both partners and suppliers will need to define the current state of workloads and a forecast for the future state, adding value through the development and deployment of processes to support cost optimization and compliance/risk management.

2. MSPs will expand their portfolio to include cloud managed services
Cloud technology velocity will open new services opportunities. For example, as businesses will increase their reliance on cloud-managed services to align IT with business strategies, deep-pocketed, progressive MSPs will increase investment in staff training to grow their professional services revenue. As a result, the MSPs will focus on containers (Kubernetes), microservices, open-source, agile development, API management, hybrid cloud workload management, and security and compliance management.

3. The gap between the cloud "haves" and "have nots" will increase
Cloud vendors will invest in cloud channel leaders rather than in the channel as a whole which will accelerate the gap between leaders and laggards and stress the viability of channel firms left behind. As a result, the year will see a separation between channel partners that have the expertise to combine transformative and traditional business models and those that do not.

4. Vendor and partner equilibrium will be unstable
Vendors have been mitigating channel conflicts through "double bubble" compensation models, creating clear guidelines around where the vendor will sell direct and reducing competition between dissimilar channels. However, the complexity associated with cloud consulting and digital transformation adoption acceleration will have vendors questioning the role of partners. Channel partners will be present in several accounts coveted by direct sales teams – increasing vendor/channel conflict. Vendors will manage conflicts and will not eliminate them.

5. The cloud marketplace will be lots of smoke, but the fire is nearer
ISVs and channel partners will have a tough time finding each other and ultimately finding the end customer. Despite low barriers to entry, few will find immediate profitability. Both partners and marketplace operators will need to build and manage relationships, plug into sales and marketing programs, drive investment in the implementation and support for end-users, and fund all of this on a fraction of the monthly fee associated with each service sold. A high percent of end-users will be marketplace curious and not committed customers. It is not how enterprise customers purchase, as yet. Marketplaces will not kill the channel; instead, channel partners will be a vital link in the buyer's journey.

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Top SMB and Midmarket Predictions for 2022

prediction edit 2

In all sectors, the last two years were tough – and as a result, 2022 is challenging from a market planning perspective. As we enter 2022, IT product and service suppliers are looking to create a context for understanding the range of outcomes that the new year may bring. Techaisle is launching its "2022 in Focus" research series to support that effort, which illuminates issues and requirements in the vast SMB and midmarket segments. To begin with, here are our top 10 (and additional 3) predictions for 2022. After surveying thousands of SMBs and midmarket firms, having hundreds of depth calls, we identified over thirty trends. After that, we systematically prioritized ten predictions for your consumption.

We look forward to working with you in the year(s) to develop fact-based perspectives on the issues that shape the success of the IT industry.

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